The upcoming iPhone phablet isn’t the only way that Apple is following Samsung

Although the traditional narrative about Apple and Samsung is that Apple is the leader and Samsung is the fast follower, that’s just not always the case. For instance, Apple will likely release its first-ever phablet later this year more than two years after Samsung released the first Galaxy Note. And now Business Insider points out that Apple is taking cues from Samsung in another area: Marketing.

This is particularly interesting because we know from the latest Apple-Samsung patent trial that Samsung’s “Next Big Thing” ads really got under Apple’s skin and led the company to completely rethink its marketing strategy. Now that Samsung has been generating buzz all year with its clever guerilla marketing tactics, it looks as though Apple is once again playing catchup in the realm of publicity.